Digital marketing shop Adform says research conducted during ad:tech New York suggests that marketers expect growth in both rich media and mobile integration from display advertisers. Almost two-thirds (64 percent) of marketers surveyed expect investment in rich media online advertising campaigns to increase beyond that of standard banner ads in 2013.
Based on extrapolation from responses, 48% of marketers say better integration of online display advertising with mobile will be the primary driver for increased investment in online display advertising.
There is, per the study, greater confusion and frustration among marketers with the proliferation of industry buzzwords and platform choices. Notably, 1 in 3 marketers (33%) cannot decipher the term “RTB,” despite IDC claims that the real-time bidding market is expected to be worth around $6 billion in ad spend by 2015.